J E N N Y K A T Y O L I V I A M I L L I E

CONVENTIONS- FORM AND GENRE-RADIO ADVERT

Regarding timing for our advert, 25

seconds long, fits in within the

conventional range of 15-60 seconds

however doesn’t follow the

conventional 40 seconds long. Even

though our advert is shorter than most,

we feel it still contains the right amount

of promotion, focusing on the various

items of clothing FYI offers.

Conventionally, radio adverts have an upbeat

and lively voice over narrating what the brand is

about, whilst attracting attention. They also

usually use a British accent so that it is spoken

clearly. Our radio advert conforms to both of

these conventions. We have used an 18 year old

girl, so taken from our target audience, in order

that we achieve personal identity. This enables

the audience to relate to the brand. She has a

clear and well spoken voice that catches

attention through the professional, fast pace in

which she speaks.

Another convention of a radio advert is to

include a ‘jingle’ effect to make the advert

memorable. We decided to break this

convention, concluding that it wouldn’t suit an

advert promoting a fashion brand and didn’t fit

with the ideas we had for the advert.

Usually, radio adverts contain rhetorical

questions to entice their audience; making

them think. We again broke this convention due

to it not complimenting our initial idea for the

advert. Also, rhetorical questions are often used

in radio adverts that promote money, buildings

or car businesses.

It is very conventional of a radio advert to create a

narrative structure to attract their target audience. This is a

clever promotional technique that broadens the target

audience of a product and creates social interaction. We,

however, break this convention instead and add a little

humour to entice our audience. Our fast paced voice

over takes the role of the narrative convention by

immediately attracting attention.

Almost every radio advert includes, at the end, a ‘call to

action’ feature which demonstrates to the audience, how

to gain access to the product advertised. This is usually in

the form of a website address. We decided to conform to

this convention, adding FYI’s website address to the end

of the advert using the voice over in order to create

continuity.